HOW TO SUCCEED AS A MARKETING LEADER IN TODAY'S GLOBAL, DIGITAL WORLD.
What makes an effective and successful marketing leader? The authors of this groundbreaking book conducted a worldwide study with profiles of more than 68,000 business leaders--and discovered 12 essential traits that can make or break your success.
The 12 Powers of a Marketing Leader is the first and only leadership book for marketers based on anything like this level of research evidence.
Learn how to:
MOBILIZE YOUR BOSS:
Make an impact at the highest level and align marketing with the company's priorities.
MOBILIZE YOUR COLLEAGUES:
Inspire and motivate your colleagues to act on your ideas.
MOBILIZE YOUR TEAM:
Build and hone a winning marketing team.
Focus on goals that will benefit your customer, company, and long-term career.
Warning: This is not a marketing book. It's a leadership book for marketers, using the latest research on what works--and what doesn't--in marketing's digital age. By zeroing in on the value creation zone ("V-Zone") --the all-important overlap between your company's and customers' needs--you'll be able to help the business win in the market --and achieve your career goals.
BONUS: Receive full access to an online self-assessment tool and other marketing leadership resources.
Thomas Barta is a former McKinsey Partner with over 20 years of marketing experience, and fast becoming the leading global expert on marketing leadership. He speaks, writes, consults, and conducts leadership research worldwide. Patrick Barwise is an award-winning writer and Emeritus Professor of Management and Marketing at London Business School.
Authors' Note vii Introduction: Doing Marketing Isn't the Same as Leading Marketing 1 SECTION I Mobilize Your Boss Power #1 Tackle Only Big Issues 17 Power #2 Deliver Returns, No Matter What 41 Power #3 Work Only with the Best 57 SECTION II Mobilize Your Colleagues Power #4 Hit the Head and the Heart 65 Power #5 Walk the Halls 73 Power #6 You Go First 85 SECTION III Mobilize Your Team Power #7 Get the Mix Right 95 Power #8 Cover Them in Trust 115 Power #9 Let the Outcomes Speak 131 SECTION IV Mobilize Yourself Power #10 Fall in Love with Your World 149 Power #11 Know How You Inspire 169 Power #12 Aim Higher 183 It's Time for Your Launch 191 Appendix: About the Research 195 Sources 207 Acknowledgments 215 Index 219